HTC is reportedly in talks to license its name to other manufacturers

HTC is reportedly in talks to license its name to other manufacturers
The HTC 10

HTC has been having an incredibly tough time lately and according to a new report, the Taiwanese brand could soon follow in BlackBerry’s footsteps.

In the hope of generating a little extra cash without all the usual costs associated with smartphone production, it’s claimed that HTC is currently in talks with Indian manufacturers Micromax, Lava, and Karbonn regarding a potential licensing agreement.

Once the deal has been signed, the chosen company will be granted permission to manufacture smartphones under HTC’s name. This will then allow the latter to collect royalties for each device sold. 

As things stand, the terms of the potential agreement remain unclear. Nevertheless, it seems highly likely HTC will continue to have some input when it comes to designing the devices. The brand may, however, have no say when it comes to internals and pricing.

Speaking of pricing, the popularity of budget and mid-range smartphones in India suggest any devices produced under the licensing agreement will focus on these segments, rather than the premium market. The downside to this is that HTC-branded phones will face tough competition from Xiaomi, Samsung, and Oppo, among others.

As for HTC’s status internationally, there are currently no reports about further licensing agreements outside of India. But considering how well similar arrangements have performed for the likes of BlackBerry, it’s certainly a possibility. Such a move would also cut HTC’s costs drastically while allowing it to focus almost entirely on its VR business.

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29 Comments

1. User123456789

Posts: 846; Member since: Feb 22, 2019

Dont do it ... Bad phones will be branded as HTC .. Same way they are doing to Nokia.

2. TechNeck

Posts: 651; Member since: Aug 29, 2014

All of the Nokia phones that came out are since their move to Android have been pretty solid. They're not as bad as you think they are.

5. User123456789

Posts: 846; Member since: Feb 22, 2019

If they were true Nokia, they would be much better ... HMD devices are not reference at anything: audio, cam, performance, features etc ... Just generic phones.

10. meanestgenius

Posts: 21798; Member since: May 28, 2014

HMD has done a phenomenal job with the Nokia brand. They are a top 10 global smartphone OEM, a top 5 brand name across Europe and many other countries, a top 10 OEM in China, and the #1 feature phone maker. They are among the best of the best when it comes to updates, as well. They are the "true Nokia" in terms of smartphones, and the Nokia 9 Pureview is just the start of what they can do in terms of camera performance and overall smartphone performance. They also have Ozo audio from Nokia, which is quite good.

13. domfonusr

Posts: 1083; Member since: Jan 17, 2014

The "true Nokia" has been dead nearly 8 years now. HMD Global will never be the "true Nokia," and cannot be. What HMD is doing is nice, and I appreciate that they have brought the Nokia brand back to the mobile device market, and that they are doing well at it and offering some very nice features and perks, but I do not share the illusion that they can ever become the "true Nokia."

20. meanestgenius

Posts: 21798; Member since: May 28, 2014

Nokia the company is alive and well selling network equipment and other things. HMD is the true Nokia in terms of smartphones.

22. meanestgenius

Posts: 21798; Member since: May 28, 2014

HMD has an exclusive to all of Nokia’s patents, and has rebuilt the brand from the ground up to be a top 10 global smartphone manufacturer. You may not like it, but they are the “true” Nokia when it comes to smartphones now.

27. domfonusr

Posts: 1083; Member since: Jan 17, 2014

Yeah, I get your point. But at the same time, it is not anything like what it was before... and hence my definition of HMD as "not the true Nokia". What happened to the original Nokia (not the networking equipment side, which has remained unchanged, but the mobile device side which "died 8 years ago") was dreadful, and I lived through that time as a Nokia fan who was laughed at and scorned to silence by all the iPhone owners. I stopped being a fan of all sorts of things after that happened. For the most part, I do like what HMD is doing with the Nokia brand now, but I am still reticent to jump back on a bandwagon that once dumped me on my head, on the bare pavement, in front of all of my neighbors and acquaintances...

29. meanestgenius

Posts: 21798; Member since: May 28, 2014

They’ve been around less than 3 years. You expect them to reach the heights of the old Nokia by then? Get real. HMD has been doing right by the Nokia name, and are the “true” Nokia now as far as smartphones go.

14. User123456789

Posts: 846; Member since: Feb 22, 2019

Sales means nothing if it does not translate to profits. HMD barely sells more than 10 million smartphones per year. Most of Samsung marketshare is Galaxy J series. Most of the marketshark of Huawei are Honor phones. All cost less than $500. Most of the Xiaomi marketshare is Redmi devices .. Most of Oppo/Vivo marketshare are midranges with micro usb and snap 4xx. Most of Nokia 1, 2 and 3 series are low end. Of course they will sell in locations where most of population is poor like southeast Asia. HMD 8 and 8 Sirocco were worse than phones from other brands of previous year.

21. meanestgenius

Posts: 21798; Member since: May 28, 2014

Sales means market share, brand recognition, among other things, and I’m sure they are making a profit, even it it’s currently a small one. It’s more than HTC, that’s for sure. Barely 10 million, but it’s enough to earn them the #9 spot in the top 10 global smartphone manufacturers, a top 5 brand in Europe, the #9 spot in China, and they’ve left HTC far behind in the dust. HMD has gone on record saying that their highest selling smartphone is the Nokia 6 series, and the bulk of their sales comes out of Europe, which is their strongest market. I’ve seen worse from other brands, like HTC, lol.

11. sixline

Posts: 17; Member since: May 25, 2015

I purchased a nokia 3.1 after my S7 was broken and its a solid device for what its costs.

3. User123456789

Posts: 846; Member since: Feb 22, 2019

Htc needs to do few important moves 1) sell all facilities and let Foxconn build the devices ( as long they give guarantee htc projects wont get stolen and given to chinese brands) 2) sponsored posts on tech sites to earn better reviews scores 3) few gifts to bias youtubers to earn fair review 4) faster updates, u12 still does not have 9.0 5) no phones above $800 6) 1 low end, 1 midrange and 2 flagships per year, no more 7) UI closer to stock to help faster updates.

4. penguinbelly

Posts: 162; Member since: Dec 27, 2014

Who in the right mind would pay for HTC name when it is associated with low-quality products and multiple execution failures?

6. User123456789

Posts: 846; Member since: Feb 22, 2019

Their flagships are better than flagships from LG, Xiaomi, Motorola, Lenovo, Oppo, Vivo and OnePlus. The issues are poor updates, extreme low screen brightness (less than 400 is a big joke) and battery endurance.

7. OneLove123

Posts: 974; Member since: Aug 28, 2018

LG flagships are pretty good.

8. User123456789

Posts: 846; Member since: Feb 22, 2019

Lets compare U12 x G7/v40 G7 wins = screen and battery endurance U12 wins = speed, audio, photos, video recording, UI Design is personal choice, I think notch is very ugly and I'd never buy notched phone. I love the design of Mate 10/ 10 Pro. Both companies are slow with updates, LG is even worse.

9. Subie

Posts: 2356; Member since: Aug 01, 2015

@User123456789 1. "Better than" is very subjective. 2. You are also not comparing apples to apples when it comes to price. When HTC starts selling their flagships for the same price as those competitors you mentioned then then you may have a point. For what HTC has charged in the past their products should be leagues ahead of the competition and they weren't. Case in point: The HTC 10 debuted at $100 dollars more than the Galaxy s7, iphone 7, and the Google Pixel where I am. Was it worth the extra?... Consumer spoke with their wallets.

16. User123456789

Posts: 846; Member since: Feb 22, 2019

HTC 10 was solid phone... Metal build, stereo speakers, OIS for rear and selfie, SD820, very good cam, average battery endurance, sd slot. Price depends of each market. Where I live iPhone Xr 64Gb has same price of Note9 128Gb. LG G6 was same price of S8 and XZ Premium. J8+ same price of Moto Z3 Play and Zenfone 5 XZ2 was 40% cheaper than iphone Xr. Iphone Xs 64Gb here is $1940,00 .. Apple website.

17. DFranch

Posts: 535; Member since: Apr 20, 2012

HTC 10, what was that like 4 years ago?

19. cncrim

Posts: 1586; Member since: Aug 15, 2011

Lg poor really? Are you bias, they are just good as any top end phones.

28. verty

Posts: 132; Member since: May 07, 2012

How are their flagships better than LG's offering. Obviously you have not used the Vseries nor Gseries. Solid phones solid performance. HTC is just not it for me. I've used both.

12. domfonusr

Posts: 1083; Member since: Jan 17, 2014

I do wish HTC well... but I am skeptical as to whether this move will work. BlackBerry and Nokia both had a good name still, even with their troubles leading up to the licensing out of their brand names, and a devoted following in spite of their troubles. Still, a lot of people have been skeptical of those two ventures... but they seem to be doing alright, even if not truly well like they have been in the more distant past. HTC also has decent name recognition, but does not have the same reputation that either the BlackBerry or Nokia names had when they relaunched as Android-based ventures. Besides, HTC is already an Android OEM, so the software is not what is changing tremendously... they will still be playing in the same OS space, unlike the transitions that BlackBerry and Nokia had to make. I wish HTC well, but I am concerned that it will not work out as well as it has for either the BlackBerry or Nokia brands.

15. Guaire

Posts: 885; Member since: Oct 15, 2014

All of those brands are dead because they never recognized their mistakes, and their fanboys always reinforced this stupidity. If those Indian brands are capable of making such a good phones, they don't need HTC brand, and their phones are poor this brand couldn't save them IMO. I guess finally HTC ran out of money. At this point I'm not sure if anything can save them, but I always thought a couple of years ago, if they adopted a strategy like Xiaomi, today they would be one of the biggest brands around. Instead they tried to be Apple and failed miserably. Look at Samsung. They are number one by smartphone shipping for years, but still they are more dynamic than HTC. When things not go well, they took it seriously and doing something. They are actually fighting for this spot.

18. Whitedot

Posts: 779; Member since: Sep 26, 2017

It is 2019 . Competition is fearsome. half the price you can get amazing phone. For $250 you can get amazing speced Chinese phone. What do you expect? Even Samsung felt the pressure, sales went down. I hardly believe in successful use of brand name. Providing plethora of generic devices will not cut. Look what Lenovo has done with Motorola.

23. Bobbyv

Posts: 32; Member since: Oct 20, 2018

HTC is dead since 2015 , it had excellent hardware but I hated the software Sony and Lg are dead too , Dont know why they continue to make phones!

24. Ichimoku

Posts: 165; Member since: Nov 18, 2018

Please don't do it.

25. Nimbus

Posts: 442; Member since: Apr 02, 2018

Htc need to do what nokia,xiaomi,huawei are doing in indian smartphones market launching cost effective good specs midrange devices.

26. tokuzumi

Posts: 1873; Member since: Aug 27, 2009

Ironic, in that originally, companies licensed their name to use on HTC devices. Many of the early Palm devices (Treo and others) were HTC devices. They really made a name for themselves making phones for other manufacturers. Personally, I think they should go back to that. They make great phones, but don't know how to sell them properly. Pixel devices have largely been solid. It's sad to see one of the giants fall.

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